The New Marketing for Insurance Agents & Brokers
Post on 22-Jan-2018
129 Views
Preview:
Transcript
© 2017, Agency Revolution, All Rights Reserved
The New Marketing for Insurance Agents & Brokers: 7 Secrets to Killer
Content MarketingBy Michael Jans
© 2017, Agency Revolution, All Rights Reserved
Free Marketing Guide Download today at
go.agencyrevolution.com/connectbook
• The single most important decision your agency or brokerage must make in insurance marketing (before you waste a ton of money and time on the wrong choices)
• Precisely what today's consumer demands from their insurance provider (and why they're so willing to find it from other insurance channels)
• 5 major trends & forces that are forcing agents & brokers to change strategy
© 2017, Agency Revolution, All Rights Reserved
Things have changed!
I’m in control of the conversation now.
If you give me VALUE…
And respect my journey…
…I’ll be happy to reward you!
© 2017, Agency Revolution, All Rights Reserved
Okay, the internet put you in control of the conversation…
…it also made me a ‘publisher.’
Now, I’m going to publish what interests (and persuades) you.
© 2017, Agency Revolution, All Rights Reserved
1• Why do Content Marketing?
2• The psychology of Content Marketing• What is Content Marketing?
3• The Marketing Funnel (and beyond)4• How to create content (19 shortcuts)5• How to promote content 6• 13 Keys to success 7
© 2017, Agency Revolution, All Rights Reserved
1• Why do Content Marketing?
Growth in Google searches for ‘Content Marketing’ 2004 - June, 2017
© 2017, Agency Revolution, All Rights Reserved
Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers
http://www.aberdeen.com/research/11127/11127-RR-content-marketing-science.aspx/content.aspx.aspx
Aberdeen
7.8X higher growth
© 2017, Agency Revolution, All Rights Reserved
Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
https://www.demandmetric.com/content/content-marketing-infographic
DemandMetric
62% less cost
© 2017, Agency Revolution, All Rights Reserved
Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%)
http://www.aberdeen.com/research/11127/11127-RR-content-marketing-science.aspx/content.aspx.aspx
Aberdeen
6Xhigher conversion
© 2017, Agency Revolution, All Rights Reserved
It’s efficient: Almost 60% of marketers reuse content two to five times.
http://ozcontent.com/blog/how-to-repurpose-content-like-a-pro-and-make-your-good-ideas-last-twice-as-long/
Oz Content
60%re-use content
© 2017, Agency Revolution, All Rights Reserved
When you analyze the impact of different content distribution channels side by side, it becomes clear that email offers the largest overall reach: For every $1 spent, email gives back a whopping $38 in
ROI, and offers the broadest reach
http://ozcontent.com/blog/how-to-repurpose-content-like-a-pro-and-make-your-good-ideas-last-twice-as-long/
Oz Content
38:1ROI
© 2017, Agency Revolution, All Rights Reserved
Up to 81% of marketers plan to increase their use of original content
http://www.socialmediaexaminer.com/report/
Social Media Examiner
81%plan to do more
© 2017, Agency Revolution, All Rights Reserved
Price Convenience Peaceof Mind
1 2 3Three values compel insurance purchase:
Digital Direct Broker
© 2017, Agency Revolution, All Rights Reserved
Price Convenience Peaceof Mind
1 2 3Three values compel insurance purchase:
Digital Direct Broker
© 2017, Agency Revolution, All Rights Reserved
http://www.bain.com/publications/articles/customer-loyalty-and-the-digical-transformation-in-p-and-c-and-life-insurance.aspx
Tips are the most likely to deliver delight other than the product itself.
© 2017, Agency Revolution, All Rights Reserved
Advice
Consumer
Product
Information
The Double Ring Circle of Safety
© 2017, Agency Revolution, All Rights Reserved
Top 240 ‘large’ agencies grew 26%
Agency Revolution podcast with Chuck Blondino
SAFECO
26%annual growth
© 2017, Agency Revolution, All Rights Reserved
Top 240 ‘small to medium’ agencies grew 86%
Agency Revolution podcast with Chuck Blondino
SAFECO
86%annual growth
© 2017, Agency Revolution, All Rights Reserved
Most common factor: They communicated
more than others(And the best of the best ‘flip’
their communications)
© 2016 Agency Revolution, All Rights Reserved
“How much can I get?”
Beginning Marketer
The Wrong Approach Today
© 2016 Agency Revolution, All Rights Reserved
“How much can I give?”
Advanced Marketer
The Right Approach Today
© 2017, Agency Revolution, All Rights Reserved
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive
profitable customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
Joe Pullizi Founder
Content Marketing Institute
• What is Content Marketing?2
© 2017, Agency Revolution, All Rights Reserved
Content Marketing is a strategy where brands create interest, relevance, and relationships with customers by producing, curating, and sharing content that addresses specific customer needs and
delivers visible value.
http://www.flip.to/blog/stories-matter-what-hotels-can-learn-from-content-marketers-at-large
© 2017, Agency Revolution, All Rights Reserved
“I can’t outspend my competition, but I can out-educate them.”
Said to Michael Jans, April, 2010
David Heinemeier Hansson Partner, Basecamp Software
© 2017, Agency Revolution, All Rights Reserved
Media✓ ebooks ✓ blog ✓ video ✓white papers ✓ cheat sheets ✓ podcasts ✓ audio ✓ infographics
✓ training ✓ speaking ✓ ‘free reports’ ✓webinars ✓ case studies ✓ emails ✓ repurposing ✓ etc.
© 2017, Agency Revolution, All Rights Reserved
http://www.jeffbullas.com/the-5-key-pillars-you-need-for-epic-content-marketing-success/
© 2017, Agency Revolution, All Rights Reserved
People are obliged to give back to others the form of behavior, gift, or service that they have received first.
SCORE:
https://www.influenceatwork.com/principles-of-persuasion/
Dr. Robert Cialdini
© 2017, Agency Revolution, All Rights Reserved
People follow the lead of credible knowledgeable experts.
SCORE:
https://www.influenceatwork.com/principles-of-persuasion/
Dr. Robert Cialdini
© 2017, Agency Revolution, All Rights Reserved
People like to be consistent with the things they have previously said or done. Consistency is activated by looking for and asking for small initial commitments.
SCORE:
https://www.influenceatwork.com/principles-of-persuasion/
Dr. Robert Cialdini
© 2017, Agency Revolution, All Rights Reserved
People prefer to say yes to those that they like. Three important factors. We like people
who are similar to us, we like people who pay us compliments and we like people who cooperate with us towards mutual goals.
SCORE:
https://www.influenceatwork.com/principles-of-persuasion/
Dr. Robert Cialdini
© 2017, Agency Revolution, All Rights Reserved
Especially when they are uncertain, people will look to the actions and behaviors of others to determine their own. (Social Proof.)
SCORE:
https://www.influenceatwork.com/principles-of-persuasion/
Dr. Robert Cialdini
© 2017, Agency Revolution, All Rights Reserved
People want more of those things they can have less of.
SCORE: Neutral
https://www.influenceatwork.com/principles-of-persuasion/
Dr. Robert Cialdini
© 2017, Agency Revolution, All Rights Reserved
• The Marketing Funnel (and beyond)4Content Marketing does what you want it to do
+DelightAt Every Stage in the Process
Attract Convert Optimize Retain
Prospects Buyers Clients PromotersLeads
C O RA
© 2017, Agency Revolution, All Rights Reserved
Attract Convert Optimize Retain
Prospects Buyers Clients PromotersLeads
Funnel Nurturing
© 2017, Agency Revolution, All Rights Reserved
Content: ✓ common
problems of frequent interest ✓ focus on them not
you
Awareness: TOFU
Purpose: ✓ lead gen ✓ trade off:
content for email or contact ✓ initial proof of
value
Common media: ✓ blog ✓ social media ✓ keywords, SEO ✓ ‘snackables’ -
cheat sheets, how to’s, short video ✓ follow with lead
warming
© 2017, Agency Revolution, All Rights Reserved
Content: ✓ deeper dive
into solution, features
Consideration: MOFU
Purpose: ✓ qualify/
disqualify ✓ consider your
solution ✓ deepen trust
Common media: ✓ white papers ✓ landing
pages, forms ✓ webinars ✓ long(er) form ✓ follow up
© 2017, Agency Revolution, All Rights Reserved
Content: ✓ answer questions ✓ clarify your USP ✓ overcome
objections
Decision/Conversion: BOFUPurpose:
✓ create a customer Common media:
✓ buyer’s guide ✓ competitive
analysis ✓ phone, CSR,
producer ✓ FAQ’s
© 2017, Agency Revolution, All Rights Reserved
Content: ✓ Ongoing value ✓ Sense of ‘you’ ✓ Shared interests
(community, etc.)
Nurturing Post Sale Content
Purpose: ✓ create a
loyal customer ✓ Lifetime
Customer Value
Common media: ✓ email ✓ newsletters ✓ safety tips ✓ disaster
preparedness ✓ disaster alerts
Automatic processes (Trigger Point): welcome kit, annual review, newsletter, claim (open/closed), etc. Also: referrals, testimonials, Google reviews, cross-sales, etc.
© 2017, Agency Revolution, All Rights Reserved
“No service above and beyond shopping.”
60%Sam Friedman: Deloitte, “Small business insurance in transition: Agents difficult to displace, but direct sellers challenge status quo”https://www2.deloitte.com/global/en/pages/financial-services/articles/gx-small-business-insurance-in-transition.htmlSam Friedman
Deloitte Insurance Research Leader
© 2017, Agency Revolution, All Rights Reserved
Small business respondents 'very' or 'somewhat' likely to
buy online
Sam Friedman: Deloitte, “Small business insurance in transition: Agents difficult to displace, but direct sellers challenge status quo”https://www2.deloitte.com/global/en/pages/financial-services/articles/gx-small-business-insurance-in-transition.htmlSam Friedman
Deloitte Insurance Research Leader
100%
© 2017, Agency Revolution, All Rights Reserved
Report that they have hadZERO interactions in 18 months
http://www.ey.com/Publication/vwLUAssets/ey-2014-global-customer-insurance-survey/%24FILE/ey-global-customer-insurance-survey.pdf
EY Global Customer Survey
44%
© 2017, Agency Revolution, All Rights Reserved
Sample content: Agency Revolution
7 critical digital marketing trends
for insurance agents & brokers for 2017
By Michael Jans
Insurance Marketing White Paper
© 2017, Agency Revolution, All Rights Reserved
• How to create content (shortcuts)5
1
the market
2
the message
funnel stage
the media
3
the 3m model
© 2017, Agency Revolution, All Rights Reserved
my favorite shortcutsfor getting ‘content for content’
chrome extension: Toby
set up daily reading:
© 2017, Agency Revolution, All Rights Reserved
for getting ‘content for content’
Feedly
set up your ‘feed’:
© 2017, Agency Revolution, All Rights Reserved
for saving and organizing content
Pocket (app with Chrome extension)
save articles (and organize them):
© 2017, Agency Revolution, All Rights Reserved
for saving and organizing content
Evernote (with Chrome extension)
save articles, notes, images, links (and organize them):
© 2017, Agency Revolution, All Rights Reserved
for highlighting and organizing content
GistNote Chrome Extension
highlight any online content and organize a ‘library’:
© 2017, Agency Revolution, All Rights Reserved
for blog (and other media) ideas
www.buzzsumo.com
content performance analyzer (searches internet for high performing content for any subject)
© 2017, Agency Revolution, All Rights Reserved
for blog (and other media) ideas
BlogAbout: www.impactbnd.com/blog-title-generator/blogabout
blog and headline suggester
© 2017, Agency Revolution, All Rights Reserved
for blog (and other media) ideas
www.portent.com/tools/title-maker
content idea generator
© 2017, Agency Revolution, All Rights Reserved
for blog (and other media) ideas
http://www.contentrow.com/tools/link-bait-title-generator
headline, idea (link bait) generator
© 2017, Agency Revolution, All Rights Reserved
for headlines & titles
https://sumome.com/kickass-headline-generator/
© 2017, Agency Revolution, All Rights Reserved
for headlines & titles
https://headlines.sharethrough.com/
© 2017, Agency Revolution, All Rights Reserved
for organizing and outlining original content
Workflowy
online outlining tool
© 2017, Agency Revolution, All Rights Reserved
for writing simply
Hemingway
writing app with ‘help’ for readability
© 2017, Agency Revolution, All Rights Reserved
to test readability
www.webpagefx.com/tools/read-able/check.php
copy & paste readability grader
© 2017, Agency Revolution, All Rights Reserved
for high quality photos
https://unsplash.com/
free usage, high res
© 2017, Agency Revolution, All Rights Reserved
to test subject line words
http://subject-line-checker.adestra.com/
for open and click through rates
© 2017, Agency Revolution, All Rights Reserved
what is ‘content curation?“…the act of discovering, compiling, and sharing existing content with your online followers.”
quote: https://blog.hootsuite.com/beginners-guide-to-content-curation/
image: https://image.slidesharecdn.com/curatainsideviewamawebinar-130820170511-phpapp02/95/5-steps-to-optimize-your-lead-nurturing-process-the-right-content-to-the-right-audience-21-638.jpg?cb=1377089113
© 2017, Agency Revolution, All Rights Reserved
Find: ✓ organize your most
useful sources with Feedly ✓ be an active student
of your marketplace & industry
Curate: ✓ deliver content that
will add value or interest to your readers ✓ make it about them,
not you ✓ add insight ✓ consider themes,
weekly roundups & other options for delivery
Share: ✓ across all social
platforms ✓ for very important
items: email; or links in your monthly bulletin ✓ always give credit &
thanks to the source
© 2017, Agency Revolution, All Rights Reserved
"...create content 20% of the time. Spend the other 80% of the time promoting what you created."
Derek Halpern Social Triggers
• How to promote content 6
© 2017, Agency Revolution, All Rights Reserved
use a content editorial calendar
http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/
© 2017, Agency Revolution, All Rights Reserved
email your list
(and segment for best results!)
sample: homeowners
© 2016 Agency Revolution, All Rights Reserved
“Our president, Joe Broker, just
published a report on ‘How to Protect
Your Property from Hurricanes.’ Would you like a
copy?”train your team
© 2017, Agency Revolution, All Rights Reserved
influencer marketing
✓ discover who has a list or reach you want ✓ ask for a quote “I’m writing an article on arborist safety. What do you think is the single most important safety practice for them?” ✓ tell them you used it ✓ email them ✓ direct tweet them ✓ reference in LinkedIn
(with @name)
© 2017, Agency Revolution, All Rights Reserved
influencer marketing
✓ Write guest blog posts ✓ with a link to your
content ✓ Write guest articles ✓ ‘For a free copy of my ‘7
Steps to Complete Arborist Safety,’ visit www.etc.com
© 2017, Agency Revolution, All Rights Reserved
social media
✓ Social sharing icons on your blog, site, etc. ✓ Create ‘snippets’ from
your content and share ✓ Re-share old content ✓ Create mini-videos &
other media just for social (with link to content) ✓ Use ‘Click to Tweet’
© 2017, Agency Revolution, All Rights Reserved
social communities
✓ Discover the ‘watering holes’ for your niches ✓ Share high value content
© 2017, Agency Revolution, All Rights Reserved
know thy traffic
✓ Keywords ✓ Referral sources ✓ Social sources ✓ Email campaigns ✓ Paid ✓ Direct traffic (SEO)
© 2017, Agency Revolution, All Rights Reserved
Know your customer. ✓ what are their problems ✓ what are their hopes ✓ what are their fears1Plan your plan. ✓ use a content calendar ✓ think 12 months ✓ follow through2
The New Marketing: Keys to Success
© 2017, Agency Revolution, All Rights Reserved
Deliver value ✓ ‘Double Ring Circle of Safety’ ✓ be relevant ✓ it’s about them, not you3Involve your team ✓ for ideas ✓ for questions from clients ✓ to share on phone & social4
The New Marketing: Keys to Success
© 2017, Agency Revolution, All Rights Reserved
Re-Purpose for efficiency ✓ same themes ✓ multiple media ✓ revive old ‘winners’5Work the funnel ✓ TOFU for lead gen ✓ MOFU for education ✓ BOFU for conversion6
The New Marketing: Keys to Success
© 2017, Agency Revolution, All Rights Reserved
80/20 marketing formula ✓ reach out to influencers ✓ every social - efficiently ✓ give value to your list7Test and experiment ✓ multiple media ✓ progress, not perfection ✓ get used to the camera8
The New Marketing: Keys to Success
© 2017, Agency Revolution, All Rights Reserved
Know your numbers ✓ master Google analytics ✓ all sources ✓ critical keywords9Create epic content ✓ use the shortcut technologies ✓ focused on the customer ✓ great copy - from headline to CTA10
The New Marketing: Keys to Success
© 2017, Agency Revolution, All Rights Reserved
Delegate! ✓ break it into discrete chunks ✓ you can outsource (writing, etc.) ✓ focus on what you’re best at11Invest resources wisely ✓ best list for ROI: your customers ✓ best media for ROI: email ✓ guide entire journey with
content12
The New Marketing: Keys to Success
© 2017, Agency Revolution, All Rights Reserved
Do One Thing! ✓ don’t be overwhelmed ✓ create ONE ‘cornerstone’ piece ✓ use it in social, email, phone
calls…and re-purpose it13
The New Marketing: Keys to Success
© 2017, Agency Revolution, All Rights Reserved
Free Marketing Guide Download today at
go.agencyrevolution.com/connectbook
• The single most important decision your agency or brokerage must make in insurance marketing (before you waste a ton of money and time on the wrong choices)
• Precisely what today's consumer demands from their insurance provider (and why they're so willing to find it from other insurance channels)
• 5 major trends & forces that are forcing agents & brokers to change strategy
top related